Strategy:

Viber wanted to tap into their audiences’ emotional need to feel connected, loved and secure and ideally create a channel where ‘good vibes’ could be shared. What better way than to give users a means to reconnect with their loved ones using a medium they already live and breath by.

Viber wasn’t new to the US market, so a re-appraisal approach (rather than relaunch) would be the best method to re-ignite consumers into engaging with and subscribing to the Viber brand experience.